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ISSN: 2168-9601

Journal of Accounting & Marketing
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  • Review Article   
  • J Account Mark 2019, Vol 8(1): 313
  • DOI: 10.4172/2168-9601.1000313

The Digital Sales Transformation Featured by Precise Retail Marketing Strategy in China

Guoan Zhu1* and Xue Gao2
1Consumer Device Group, Microsoft (China) Co, Ltd, Shanghai, China
2College of Management, University of Massachusetts, Boston, Massachusetts, USA
*Corresponding Author : Guoan Zhu, Consumer Device Group, Microsoft (China) Co, Ltd, Shanghai, China, Tel: +86 010-59178888, Email: [email protected]

Received Date: Apr 01, 2019 / Accepted Date: Apr 16, 2019 / Published Date: Apr 24, 2019


In the context of digital marketing mode, the traditional retail industry encounters unprecedented impact and competitive edges of traditional marketing are disappearing. This paper comprehensively explores and analyzes retail precision marketing strategies based on the digital marketing model. Firstly, the predicament faced by the traditional retail industry from the aspects of commodity and consumer, sales technology and sales thinking is analyzed. Secondly, the strategic implementation of precision marketing in retail industry is presented. Finally, cases of precision marketing applications in reality are studied to analyze the digital marketing mode in three aspects: customer segmentation in marketing market, positioning of shopping basket and targeted customer marketing. It is demonstrated that using big data, changing the traditional marketing mode, implementing precise marketing strategy, accurately gathering Limited marketing resources to valuable customers, and establishing a new marketing mode are of great significance for long-term sustainable development in the era of new retail.

Keywords: Digital marketing mode; Retailing; Precision marketing; Big data; Sustainable development

Citation: Zhu G, Gao X (2019) The Digital Sales Transformation Featured by Precise Retail Marketing Strategy in China. J Account Mark 8:313. Doi: 10.4172/2168-9601.1000313

Copyright: © 2019 Zhu G, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

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